Two female-led North East businesses are being featured in a unique new store that has been set up on one of London’s busiest shopping streets.
A Style of Our Own has opened on London’s Regent Street in the former Ted Baker store. The project - a partnership between Mastercard, The Crown Estate, Westminster City Council and 27 female-led brands - bills itself as “the 海角视频’s first female-focused fashion and sports store”.
Among those featured in the shop is Newcastle-based skiwear brand Sloobie, which is run by Northumbria University graduate Renee Fraser-Shepherd. She is aiming to raise £200,000 in investment for the company and has put adverts in the Regent Street store’s windows appealing for prominent female investors to back the firm.
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Appealing to the likes of Gabby Logan, Debbie Wosskow and Amanda Staveley, the adverts say: “Invest in me, so women can dress for her game not his.”
Ms Fraser-Shepherd said: “We have a real opportunity to offer women a product that allows them to feel both feminine and athletic, something they truly deserve. I won’t stop until we’ve changed the lives of every woman who plays sports.
“Investment is crucial for this phase of growth, and I encourage anyone who is able to support to reach out.”
Sloobie has seen significant growth since its launch, with one of its first partnerships being with Newcastle department store chain Fenwick. It has also had endorsements from the likes of Gwyneth Paltrow and Vogue Williams.
A Style of Our Own is also offering space for Newcastle firm Yana Active, which was launched by sisters Charlotte and Sophie Wilson in 2019.
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The brand has won a number of awards in recent years, including Sustainably Entrepreneurs of the Year from the Great British Entrepreneur Awards in 2022 and last year, a Drapers Independent Award for Community Champions with their support to Newcastle Women’s Aid.
Yana’s summer collection, Palmaire, debuted in the A Style of Our Own store and is also available online.
Co-founder Sophie Wilson said: “To see our brand on Regent Street is surreal but testament to the hard work we’ve put into our business from day one. For our business to be at this stage, whilst holding down full-time corporate careers, just shows what is possible – it’s truly a dream come true for us.”